Brand Analysis Study of International Women University and the Implementation Strategy to the Social Media Communication

• Autores: Umi Narimawati, Amanda Bunga Gracia
• Localización: Utopía y praxis latinoamericana: revista internacional de filosofía iberoamericana y teoría social, ISSN-e 1316-5216, Nº. Extra 1, 2020, págs. 243-248
• Idioma: inglés
• Títulos paralelos:
  • Estudio de análisis de marca de la Universidad Internacional de la Mujer y la estrategia de implementación de la comunicación en redes sociales
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El análisis del valor de marca de IWU se realizó mediante un método cualitativo y un método cuantitativo aplicado para observar la información básica sobre el tipo de redes sociales que más utilizan el consumo de tiempo y su actitud hacia el respaldo de celebridades. Se realizaron 3 series de preguntas sobre el consumo de medios digitales. Se eligieron 3 grupos diferentes para encuestar, tales como estudiantes potenciales (estudiantes de secundaria), padres y ex alumnos, con un total de 30 personas.

    Estos 3 grupos diferentes de encuestados tienen similitudes al percibir que IWU es distintiva y única además también reconocieron el programa internacional ofrecido por IWU.

  • English

    The IWU brand value analysis was carried out using a qualitative method and a quantitative method applied to observe the basic information about the type of social networks they use most, time consumption and their attitude towards the support of celebrities. Three series of questions were asked about the consumption of digital media. 3 different groups were chosen to survey, such as potential students (high school students), parents and alumni, with a total of 30 people. These 3 different groups of respondents have similarities in perceiving that IWU is distinctive and unique and also recognized the international program offered by IWU.

• Referencias bibliográficas
  • A. AAKER, D. (1991). Managing Brand Equity: capitalizing on the value of a brand name. 1st ed. New York, United States: The Free Press.
  • A. AAKER, D. (2010). “Building strong brands”. 11th ed. Berkshire, Great Britain: Pocket Books, pp.303-338.
  • BERRY, L. (2000). “Cultivating Service Brand Equity”. Journal of the Academy of Marketing Science, [online] 28(1), pp.128-137. Available at:...
  • CHAPLEO, C. (2010). “What defines "successful" university brands?” The International Journal of Public Sector Management, 23(2), 169-183....
  • DIMITROVA, G. & DIMITROVA, T. (2017). “Competitiveness of the universities: measurement capabilities”. Trakia Journal of Science, [online]...
  • KAPFERER, J. (2008). The new strategic brand management. 4th ed. London: Kogan Page.
  • KELLER, K. (2009). “Building strong brands in a modern marketing communications environment”. Journal of Marketing Communications, [online]...
  • MARSHALL, M.N. (1996). SAMPLING FOR QUALITATIVE RESEARCH. FAMILY PRACTICE, [online] 13(6), pp.522-525. Available at: https://academic.oup.com/fampra/article-abstract/13/6/522/496701...
  • TALEGHANI, M. & ALMASI, M. (2011). “Evaluate the factors affecting brand equity from the perspective of customers using Aaker’s model”....
  • WEE, V. (2016). “Spreading theGlee: Targeting a youth audience in the multimedia, digital age”. The Information Society, 32(5), 306-317. doi:10.1080/01972243.2016.1212615
  • WHELAN, S. & WOHLFEIL, M. (2006), “Communicating brands through engagement with “lived” experiences”, Brand Management, Vol. 13 Nos 4/5,...
  • WILLIAMS, J. (2019). 2The Basics of Branding”. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/77408 [Accessed 19...
  • YOUNG, A. (2014). “Brand Media Strategy, Integrated Communications Planning in the Digital Era”. 2nd ed. Houndsmills, Basingstoke, Hampshire,...